This study compares the effect of fashion involvement, positive emotion, and sales
promotion toward fashion-oriented impulse buying offline and online purchases
on teenagers. Questionnaire was used as data gathering instrument. Purposive
sampling method was used to pick 188 sample members with some criteria that
has been settled. Data were analyzed in two separate but sequentially related
stages using structural equation modeling with partial least squares approach.
Investigation of research revealed that positive emotion and also sales promotion
have positive and signifficant effect on both offline and online fashion-oriented
impulse buying. Fashion involvement has a positive and significant effect directly
on offline and online fashion-oriented impulse buying, however, did not have a
significant effect on online fashion-oriented impulse buying indirectly through
positive emotion but has a tendency of positive effect.